a clear-cut & effective b2b digital strategy: throw your digital energy in the right direction
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A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction
Sarah Goodall (@sarahgoodall)October 2014
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2@sarahgoodall
Today…
The Shifting B2B
Buyer BehaviourThe Impact On
Marketing
An Example Of A Unified Digital
Campaign
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3@sarahgoodall
A Little About My Professional Background…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4@sarahgoodall
A Little About SAP….
HR SALES, SERVICE,
MARKETING
FINANCE PROCUREMENT
CloudMobile Premise
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5@sarahgoodall
Digital Technology Is Changing The Way We BuyThose Habits Are Transferring To B2B Purchases
We naturally seek…
Research – Recommendations – Reviews
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6@sarahgoodall
The B2B Buyer Journey Has Changed60% - 90% Of The Journey Is Complete Before Vendor Considered
Through decision making process
60%
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7@sarahgoodall
The Digital Landscape In B2BSource: The 2014 B2B Buyer Behaviour Study
…Said they waited longer than a year to initiate contact with a vendor
68%…Agreed that the number of sources used to research and evaluate purchases has increased
64%…Said the winning vendor’s content had a significant impact on their buying decision
40%
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8@sarahgoodall
The Classic Funnel Has ChangedFrom Linear Progression…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9@sarahgoodall
The Classic Funnel Has Changed…To A Complex Digital Journey
B2B buyer engage with 11.4 pieces of content before making a
purchase and will find 3 pieces of content about a vendor for
every 1 piece that marketing can publish or sales can deliver
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10@sarahgoodall
Funnel Of EngagementsMoving Via The Digital Funnel
(TOP)
(MIDDLE)
(BOTTOM)
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11@sarahgoodall
Marketing Has To ChangeInbound Vs Outbound – Pull Vs Push – Digital Vs Traditional
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12@sarahgoodall
Unified Digital StrategyPaid – Owned – Earned: Integrated Mix With Content At The Core
Paid Media Owned Media
Earned Media
Source: Daniel Goodall (Nokia)
• Employees• Customers• Partners• Influencers
• Website – optimised for mobile
• Blog• Branded social
channels• Direct Email
• Paid Search• PPC• Banner Ads• Sponsorships• Contextual
Advertising€
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13@sarahgoodall
Overlaying Campaigns To The Digital StrategyQuarterly Process Driven By Social Listening
Paid Media Owned Media
Earned Media Social Listening
Social Listening
Social Listening
Amplify Out
Amplify Out
Amplify Out
1
Content
2
3
4 Measure
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 14@sarahgoodall
Employees As Brand AdvocatesThe Rising Importance Of This Channel
An employee advocate is 2 x more trusted than a CEO.
10xEmployees have 10 x more social connections than a brand does.
8xContent shared by employees receives 8 x the engagement of content shared by brand channels
2x
Source: Social Chorus
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 15@sarahgoodall
Employee Social Enablement & AmplificationGet Social @SAP
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 16@sarahgoodall
Digital Approach:Basic Campaign Structure
Landing Page
Social Listening
3x Blog Posts
Relevant CTA Offer Identified Create
LISTEN CONTENT AMPLIFY MEASURE
Measure
Digitally Ready Content?
Yes
No
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17@sarahgoodall
Summary
Content &
keywords form
the heart of your
digital strategy
Integrate digital elements for best results
(Paid, Owned & Earned)
Consider employees as
an amplification channel
© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Thank you
Twitter: @sarahgoodallBlog: www.sarahgoodall.comLinkedIn: www.linkedin.com/in/sarahgoodall
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